The Evolution of Fashion Consumer Perception in Post-Industrial Era

Natalia Konina (), Igor Dolzhenko () and Monika Siennicka ()
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Natalia Konina: Moscow State Institute of International Relations (MGIMO University)
Igor Dolzhenko: Fashion Group
Monika Siennicka: Giorgio Armani and Valentino, L’Oreal Luxe

Chapter Chapter 18 in Post-Industrial Society, 2020, pp 223-233 from Springer

Abstract: Abstract Fashion is, in the post-industrial era, subject to updated and adapted attitudes. This chapter addresses these characteristics of these perceptions, reasoning that the main factors influencing this shift in consumers’ perceptions are globalization and digitalization. A key success factor for modern companies is most accurately understanding the modified behavior of new consumer groups, particularly issues of green fashion and sustainable development, as well as the active use of digital technologies in the creation and marketing of fashion garments. The chapter proves that a unified global perception of fashion trends has been formed, and digitalization leads to a further unification of such perceptions. The materials of the chapter can be used by Russian retail and production companies of the fashion industry when developing their evolution strategies.

Keywords: Digitalization; Fashion perception; Brand; Fast fashion; Slow fashion; Sustainable fashion; Disruptive innovations in fashion; Digital transformation; Consumer behavior; L67; F23; F61 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-59739-9_18

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DOI: 10.1007/978-3-030-59739-9_18

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